CANNES – Marketers seeking to reach a mass audience have many ways to do that through a variety of channels – and retailers that sell online advertising are a fast-growing way to do that. However, these retail media networks have ad formats and definitions of engagement that can make them hard to compare with each other.
Albertsons Media Collective, the ad-sales group for the grocery chain, aims to address this issue with a proposed set of industry standards. The company enlisted consulting firm McKinsey to help with the effort.
“The framework is released, and any of the retail media networks now have access to it so that we can just add more momentum to the really good work the IAB is already doing,” Kristi Argyilan, senior vice president of retail media at Albertsons, said in this interview with Beet.TV contributor Mike Shields.
“It’s incredibly hard for any brand who is buying media with a retail media network to understand how we’re comparable to each other,” she said. “Our measurement is different, our ad units are different. I’d like to liken it to programmatic in the 90s where it was really required that the industry come together and set some standards.”
Collaboration with Omnicom
Albertsons Media Collective and Omnicom Media Group, the media-services unit of Omnicom Group Inc., said they had deepened their relationship by collaborating within Omnicom’s Omni open operating system to provide Omnicom clients with a first-to-market holistic view of their cross-channel video investment.
Near-real time data from the 30 million customers who shop at Albertsons stores every week will be combined in a privacy-safe manner with audience data from the NBCUniversal, Paramount and Warner Bros-Discovery’s linear and streaming channels in an Omni-integrated, multi-party clean room powered by database company Snowflake and measure company VideoAmp.
Planners and investment teams across OMG agencies OMD, PHD and Hearts & Science will be able to connect advertising campaigns to purchase data with a high degree of precision, delivering increased media return on investment (ROI) and better business outcomes for advertisers.